PPWR Targets: Redefining Packaging with Recycled Content

The Packaging and Packaging Waste Regulation (PPWR) will set a new bar for circularity by introducing groundbreaking targets for recycled content in plastic packaging. With clear goals for 2030 and 2040, this ambitious framework aims to close the loop on plastics and drive innovation in recycling systems. But what does that mean in practice, and how does it affect the packaging we see every day?

20 Jan 2025

Recycled content targets: Setting the standard

The PPWR introduces mandatory recycled content (RC) targets for the first time, spanning a wide range of plastic packaging applications. These targets vary depending on the type of plastic and its use:

2030 targets: 10–35%, depending on the polymer and application.
2040 targets: A leap to 25–65%.

By mandating recycled content, the EU is creating a direct demand for high-quality recyclates, encouraging innovation in collection and sorting technologies, and reducing reliance on virgin plastics made from fossil fuels.

For "contact-sensitive" packaging, like food containers, cosmetics, and medical products, the targets reflect the need for extremely high-quality, food-grade recyclates. These materials must meet stringent safety and hygiene standards, which is one of the biggest challenges for recyclers today. Meanwhile, less critical applications, like detergent bottles or paint buckets, have more flexible benchmarks that are still ambitious but less demanding on the technical front.

Everyday packaging, reimagined

To put it into perspective, these targets apply to every plastic part of the packaging, not just the main container. For example:

A beverage bottle which is made from PET, a material that already has well-established recycling processes, might need to meet a 30% recycled content target by 2030, while its cap, made from polyolefins which requires novel recycling processes, would have a separate 10% target.
For "contact-sensitive PET," like food trays, the focus will be on ensuring recycled materials meet stringent quality standards to comply with safety regulations.
Other plastics, like those in detergent bottles or crisp packets, will still need to hit their own specific benchmarks, often balancing recyclability with performance requirements like durability or barrier properties.

These individual targets are calculated as averages per manufacturing plant per year, meaning each facility must ensure compliance across its production processes. This ensures manufacturers take responsibility, not just for meeting the quotas but for designing smarter, more circular packaging solutions.

Low-hanging fruit vs. the real challenge

Single-use plastic beverage bottles, already covered by the Single-Use Plastics Directive (SUPD), are considered the "low-hanging fruit." Deposit return systems (DRS), which collect used bottles directly from consumers, have paved the way for higher recycling rates and a steady supply of clean, high-quality materials.

But achieving these goals across a broader range of packaging is the real challenge. It will require a holistic approach to waste management that complements DRS and separate collections with mixed waste sorting (MWS) to maximise resource recovery. Stepping up the implementation of advanced mechanical recycling (AMR) methods will also be crucial to supply the increased demand for high-quality recyclates.

Closing the loop: Priority access and beyond

The PPWR emphasizes closed-loop recycling, keeping materials within the system to be used again and again. For example, food-grade plastics collected through specialized systems like DRS can be recycled exclusively into new food-grade packaging, ensuring a consistent supply of high-quality recyclates.

Future rules will clarify how recycled content is:

Calculated and verified: Stringent monitoring and auditing will ensure accuracy, transparency, and compliance, building trust in the process.
Sourced: Only "post-consumer" waste (materials discarded after consumer use) will count toward the targets, to promote true circularity.
Evaluated across recycling methods: Both mechanical and chemical recycling methods are expected to play complementary roles. While chemical recycling offers potential for hard-to-recycle plastics, it raises questions about energy use and emissions that the PPWR will address with clear standards.

What about global markets?

One of the trickier aspects of the PPWR is balancing EU regulations with imported materials. Recycled content sourced within the EU is subject to strict environmental standards, while materials from third countries, like Turkey or China, may follow different environmental and quality standards, potentially undermining circularity goals. The PPWR will introduce equal standards to ensure a level playing field for all recycled materials, regardless of origin.

The big picture

By setting ambitious goals, it is hoped that the PPWR will invite innovation in collection, sorting, and recycling technologies that extract more value from waste, infrastructure, and supply chains that integrate circularity as a core principle.

While the PPWR lays the groundwork, its success will depend on collaboration across industries, governments, and consumers. Scaling solutions for diverse packaging types remains a challenge, but with the right investments and policies, the regulation has the potential to redefine the packaging landscape. Ultimately, it’s a bold step toward a circular future where packaging waste becomes a thing of the past.

To learn more about PPWR, visit our Knowledge Hub.